中国餐饮出海迈入新阶段

Core Insights - The Chinese restaurant industry is experiencing significant expansion and value reconstruction, with a notable increase in competition, prompting strong brands to accelerate their overseas market strategies [1][3] - The wave of Chinese restaurant brands going global is characterized by cultural integration, standardized practices, and supply chain localization, marking a new phase in international expansion [1][2] Industry Expansion - The overseas Chinese restaurant market has grown to nearly 700,000 outlets, with a market size approaching 3 trillion yuan [2] - Hot pot brands, such as Haidilao, are leading the charge in international expansion, with over 120 locations globally, while new tea beverage brands like Mixue Ice Cream & Tea have opened more than 5,000 stores across 12 countries since 2018 [2][3] Market Drivers - The intense competition in the domestic restaurant market is a key driver for brands seeking growth through international expansion, with over 3.1 million new restaurant registrations in 2024 [3] - Policy support, including the Ministry of Commerce's guidance on promoting high-quality development in the restaurant industry, is fueling the push for Chinese cuisine to go global [1][3] Cultural Integration - Successful international expansion requires deep cultural understanding and adaptation to local tastes, as demonstrated by Haidilao's localized menu innovations in various regions [5][6] - Cultural integration is seen as a core challenge, with brands needing to create experiences that resonate with local consumers while maintaining their culinary identity [6][14] Supply Chain Challenges - Supply chain localization is a critical hurdle for Chinese restaurants abroad, with many relying on a mix of domestic and local sourcing to ensure quality and consistency [5][11] - The complexity of international supply chains, including regulatory compliance and logistics, poses significant challenges for brands looking to establish a foothold in foreign markets [7][10] Strategic Recommendations - Industry experts suggest that a collaborative approach involving government support, industry associations, and enterprises is essential for overcoming barriers to international expansion [10][11] - Establishing a comprehensive ecosystem that includes supply chain, logistics, and local partnerships is vital for successful market entry and sustainability [11][12] Innovation and Adaptation - Brands are increasingly leveraging technology and innovative supply chain solutions to enhance their international operations, with companies like Meituan utilizing AI to support global restaurant markets [12][13] - The reciprocal relationship between international expansion and domestic innovation is fostering a cycle of improvement and adaptation within the Chinese restaurant industry [13][14]